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Eloqua Experience 2013 – Modern Marketing

As usually, the conference gave many ideas to try, showed discoveries to ponder, and different perspectives to remember 😉 A few slides from the training sessions were good to save.

Good reference slide with type of campaigns by buying cycle and their goals.

An evolution of campaign map is interesting to watch – this is the best version I have seen 🙂

Lovely slide for the argument to invest more in lead management and communication with sales.

Typical marketing and sales hand-off illustration.

Account-based marketing

A new (for me) emphasis was made on account-based marketing. The premise of the idea is abundance of leads and need for qualification rather than increasing of the lead number. Account-based approach can be used as an additional (or primary) qualification method.

Responsive emails

My general perception from the session was “Thou shalt not do responsive emails in-house” 🙂 Eloqua templates make sense and code relatively straightforward. However, the amount of nuances that has to be considered for the good template and testing needed… suggests that it is probably better to outsource to experts.

Quarterly Business Review

Kronos does quarterly business review with the SMO, where all marketing activities are evaluated on high level. The review allows CMO to come to the executive meetings with numbers (similar to the rest of executives).

Quarterly Business Review

requires executive support

should include insights

designed to improve business results

Pre-schedule 2 hour sessions two years in advance to allow executives to attend (an opportunity for decision making).

Executives are overwhelmed with dashboards and reports; share recommendations and results. During first meetings, CMO will request of of some materials and less of other materials. Teams are not present during the review – it is easier for CMO to ask questions that might be embarrassing for managers.

Ha! Kronos has GA, WT and Omniture, but most of the insights come from GA 🙂

Recommendation to find existing research and information to “build the case” for anything needed.

The presenter is Director of Marketing Operations (a marketer).

Below are a few of marketing metrics used by the company:

Contact Acquisitions is an interesting metric. The company was strategically purchasing contacts with derision-making power to enhance its database.

Industry disruptions

This was a “scary” session… Our marketing industry is disrupted… and in general business is disrupted… and the changes will be shocking.

We reviewed mega trends and tried to evaluate which will be the most important for our industry. A few of us in manufacturing tried to identify trends that will impact manufacturing and found that too many trends could be involved. The oversize was an interesting insight on the changes to come…

Interesting notes from the session: smart is a new green, Seimens is reorganizing around “cities as customers,” Pampers had flat sales emphasizing features (driest diapers); sales increased when Pampers re-positioned itself as a partner of mothers for long-term health and success of the babies).